Your First Brightback Experiment
Brightback offers a powerful platform with the ability to test retention offers and target users based on your canceler's user profile. One common question we get when new customers are starting is: "How should I go about setting up my first experiment?". It's a great question and, in short, the answer is to start simple. Starting with an overly complex and intricate setup can leave you scratching your head when it becomes time to analyze your phase 1 results. Increased complexity can also lead to delays in getting started as you'll need to curate and build content for each layer of complexity you add.
"How should I go about setting up my first experiment?
-anonymous Brightback customer
This article breaks out the learnings and best practices we've compiled from our many successful customer implementations. Let's start with a few dos and don'ts.
Dos and Don'ts
1. Create a single page experience
Use dynamic elements like the user's name and usage metrics such as activity or total orders, but don't worry about breaking out into more complex audience groups just yet.
2. Create 2-4 modal offers
While some thought can be put in the context of how the offer is presented in terms of messaging, we have found that it's best to test the offers against the profile of the canceller rather than trying to respond to the reason they select.
3. Add a loss aversion card offer
The loss aversion section is your first opportunity to present an offer to the user. Our recommended approach is to place an offer here with less incentive than the modal offers presented when reasons are clicked.
4. Setup your simple test and go live (don't forget your holdout page!)
Now all you need to do is set up your experiment by duplicating your template and placing the offers and loss aversion cards in the placement editor and target traffic.
Now you have a simple set of offers and experiences you can track and analyze once you start sending traffic. For this final step head over to our testing and targeting page to learn how the routing tree and traffic split works.